Across advertising and popular media, seemingly everyone is grabbing their fringe, denim and Stetson boots, in a wholehearted embrace of the American West.
It’s cowboys – and they’re “everywhere,” said Emily Keegin, a photo director for both magazines and brands. “It’s more pervasive than I think I’ve ever seen a trope in recent history.”
Long associated with a hardworking, old-school, rugged American masculinity, the cowboy’s current popularity could be a reflection of our national politics — conservatives, including members of the Trump administration, have embraced cowboy hats and similar imagery. But today’s prevailing cowboy image also highlights how cultural myths are continuously upcycled and resold, regardless of their origins.
Cowboy-inspired fashion graced October’s issue of Vogue, which featured cover stars Kendall Jenner and Gigi Hadid on horses at a Wyoming ranch. Beyoncé’s “Cowboy Carter” tour had thousands two-stepping in their country best. The longstanding Western drama “Yellowstone,” its spinoff “1923” and the Billy Bob Thornton-led “Landman” are among some of the most-watched TV series. And a wide range of brands including fast-casual restaurant Sweetgreen and luxury outerwear brand Canada Goose have embraced cowboy hats and rusted-red canyon backdrops in ad campaigns.
“This idea of American patriotism ties into this identity,” said Melynda Seaton, art historian at East Texas A&M University. “And I think now, we’re seeing it more.”
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